Patrícia Heilberg

Strategic leadership across DiDi’s core marketplace business, combining scale, operational excellence and innovation. • Led strategy, operations and innovation agendas across the marketplace, with accountability for scale, efficiency and long-term value creation. Launch & Expansion (0→1) • Built and institutionalized a structured city-launch playbook adopted across dozens of markets. • Led a multifunctional team of 35+ across operations, analytics and local execution. • Improved time-to-launch, early liquidity and unit economics. Marketplace Strategy & Core Operations (1→100+) • Led the company’s largest business unit (~80% of total P&L). • Designed ROI-driven incentive governance and resource allocation frameworks. • Rebuilt operating rhythms, performance diagnostics and accountability across 4W and 2W. • Led a 20-person strategy organization focused on scale, efficiency and performance management. Driver Lab (Innovation & Ecosystem Strategy) • Designed and scaled a driver ecosystem integrating lifecycle strategy, segmentation, incentives and product experimentation. • Increased retention, engagement and marketplace liquidity through interconnected solutions rather than isolated initiatives. • Balanced innovation velocity with operational and economic discipline.

Led the conception, build and launch of Station by WeWork, a 0→1 marketplace and ERP platform created to expand WeWork’s presence through third-party coworking operators in Latin America. • Owned end-to-end product strategy from concept definition to market launch. • Designed the business model, value proposition and partner economics for a B2B marketplace platform. • Led cross-functional teams across product, engineering, design, operations and legal. • Defined go-to-market strategy, onboarding flows and operational model for launch. • Translated corporate growth objectives into a tangible product and platform strategy under high uncertainty. Station by WeWork was successfully launched as a new strategic growth initiative, establishing the foundation for an asset-light expansion model through a partner ecosystem.

• Simultaneously led two strategic verticals in Brazil e LatAm (Safety and Risk & Payments) • Responsible for building a +10-strong team of high-performing managers and individual contributors (program managers and data analysts/scientists), with team satisfaction of >90% • Lead PMO for LatAm's Safety priorities, including 30+ projects across the region at any given time, with positive impact on safety sentiment and safety incidents • Responsible for liaising with Regional Safety Managers globally and headquarters to share/adopt best practices, as well as participating to Uber's Global Safety Advisory Board • Part of LatAm Women Leaders and sponsor for technological Innovation, Women Safety and Anti-Discrimination initiatives • Implemented a new framework for loss control, leading millions of dollars in annualized savings • Designed and successfully implemented product solutions and operations and support flows such as women rider preferred solution, cash-only options for drivers, rider ID verifications, machine learnings and much more. • Coordination of sanitary technological and operational cross-functional solutions for COVID risk prevention.

• Managed Safety and Fraud Operations across Latin America, supporting risk mitigation and incident prevention initiatives. • Partnered with global teams to deploy standardized safety and fraud tools across multiple markets. • Supported regional execution, performance monitoring and operational improvements.

• Project management and innovation, acting on strategic planning and revenue, costs and expenses leverages on several economic sectors on Brazil's largest corporations, such as: VALE, XP Investimentos, Banco PAN, Portobello, VIVARA, SKY and Bemol. • FALCONI CAPITAL creation. • Selected for Career Acceleration Process as good performance results

• Private Equity • Proprietary Investments • Treasury • Investor Relations

• Comercial Officer at Corporate Area focused on Ultra Large Segment (largest companies in Brazil)

• Supported fund screening and due diligence processes for a fund-of-funds investment strategy. • Analyzed fund strategies, fee structures, performance metrics and risk profiles. • Maintained and structured internal databases with information on asset managers and funds. • Supported investment team preparation for meetings with fund managers and partners. • Gained exposure to portfolio construction, manager selection and institutional investment processes.

• Supported field operations and credit processes within a microfinance model focused on women entrepreneurs. • Conducted on-the-ground observations of loan origination, repayment cycles and community-based risk management. • Analyzed credit use cases and their impact on household income generation and financial inclusion. • Gained exposure to social finance models balancing financial sustainability and social impact.

• Financial Strategy and Behavior Finance • Capital Markets and Investments • Economic History of Financial Crisis 1637/2013

• Financial Macroeconomics • Financial Modeling • Risk Management With Derivatives • Introduction to Financial Econometrics

• Communication • Leadership